# Revealing Makeup Kits This Terre Des Femmes Makeup Ad Reveal a Harsh Truth By Ian Andrew Panganiban | Published 2013-04-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/makeup-ad References: [designtaxi](http://designtaxi.com/news/357235/Truthful-Makeup-That-Reveals-The-Effects-Of-Domestic-Violence/) The viral campaigning for domestic violence has reached an unprecedented height; the makeup ad by Berlin-based women's organization Terre des Femmes brought to light this issue with its new makeup. Together with the ad agency McCANN Germany, the women's organization created a makeup that contains blue-green greasepaint to showcase a battered bruised-up look that comes from being beaten. The makeup, which they named 'The Truth,' is being marketed as something that reveals rather than conceals. The video showcases women in a mall who go up to get a makeover, but are instead given a black eye. The women are visibly distraught at what they see in the mirror. The PR campaign was aimed to raise the issue of domestic violence in Germany. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 18% | Activity: 57% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Domestic Violence Awareness:** Exploring the concept of revealing makeup kits to raise awareness of domestic violence and encourage reflection on the reality of abuse. - **Shockvertising Campaigns:** Using advertising campaigns to start the conversation about taboo social issues and inspire social change. - **Authentic Marketing:** Building brand authenticity and positive social image by addressing real-world social issues through marketing campaigns. ### Who This Affects Most - **Cosmetics:** Creating social commentary on domestic violence and abuse through cosmetics and awareness raising campaigns. - **Social and Cultural Awareness:** Collaborating with socially conscious companies to raise awareness about social issues, particularly domestic violence against women - **Marketing and Advertising:** Utilising marketing and advertising communications channels to further publicise and endorse social awareness campaigns ## Related on Trend Hunter - [Truth-Forward Beauty Campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon.md) - [Empowering Skincare Campaigns](https://www.trendhunter.com/trends/skincare-campaign-1.md) - [Horror Doll Makeup Campaigns](https://www.trendhunter.com/trends/urban-decay-x-m3gan.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Debunking Skincare Campaigns](https://www.trendhunter.com/trends/periodic-fable.md) - [Empowerment Beauty Kit Launches](https://www.trendhunter.com/trends/empowerment-beauty-kit.md) - [Anti-Gender Violence Campaigns](https://www.trendhunter.com/trends/antigender-violence-campaign.md) - [Silent Drama Campaigns](https://www.trendhunter.com/trends/hypnose-drama-mascara.md) - [Dynamic CGI Mascara Campaigns](https://www.trendhunter.com/trends/maybelline-new-york.md)